Por stringnet
Interactive games for brand activation: What your company needs to create events that give people something to talk about.
Probably when you think of BTL games you imagine the typical colored wheel, which the public spins to win a gift from your brand. Or perhaps in a group of hosts encouraging people to participate in activities inside a shopping center. Ideas that, although they are a BTL classic, today do not generate significant conversation.
If what you want is to create an event that is memorable, fun and that sinks deep into the minds of your attendees, you need to stop following the rules of the corporate games. And a great way to achieve this is by using interactive games for brand activation in your marketing strategy.
What are branded games?
Video games developed by brands for marketing purposes are known as “branded games”. This is another type of content whose objective is to communicate a message in an interactive way, involving consumers in an immersive experience that captures their attention through dynamic and fun digital environments.
In this way, consumers become much more than recipients of information, they begin to get involved in a much more meaningful way with the brand. Then, after analyzing the performance of this type of content, the results show that this way you can get much more data from customers and have better identified the consumer profile.
Digital audiences no longer respond in the same way to traditional experiences, it is increasingly challenging to capture attention and get the information where it needs to go. These challenges are simplified with branded games, especially in the current context in which we find ourselves, where the audience is more curious about issues such as virtual reality, the metaverse and immersive experiences.
What are brand activation games?
It is a series of recreational activities that allow the client to enter into a unique experience. These games stand apart from the rest because they put attendees at the center of your brand. They go beyond just spinning a wheel to win a prize with your company logo.
For a game to be interactive, it must respond to specific actions from the audience. Either by touch, through voice, or with a movement.
How do interactive brand activation games work?
Interactive stimuli such as video games have the power to settle in consumers’ minds and, once there, it is almost impossible to go back. Why? Because people’s minds are more easily habituated to experiences in which they have to actively participate.
But for this to happen, it is necessary to have several factors well defined, such as the target audience, the type of game and the narrative around it. The theme of the game plays a crucial role to introduce without much effort the message that the brand wants to make known, if this homogeneity is not achieved it can end up boring, or even worse generate dislike for this type of experiences.
What is brand gamification?
Gamification is an increasingly popular technique in marketing, through which elements are taken from the development of video games to capture the attention of potential customers and retain them, to send them a message, sell them a product, build loyalty or any other brand action.
With this gamification, consumers experience a positive motivation to perform a specific action since a dynamic of action and reward arises. Through this interaction, consumers find entertainment, but also innovative content of value that allows them to be easily engaged.
BENEFITS OF USING INTERACTIVE GAMES FOR BTL EVENTS
- Generates a high brand recall: What would you remember better? a spinning wheel to win a prize or a fun game of virtual golf? The minds of your attendees will more easily remember the name of your brand if you offer them different experiences from the rest.
- Actively involve the customer: The customer must be the center of your business. Not the other way around. An interactive game allows your attendees to not be simply spectators of your brand and participate in it.
- It is the most effective word of mouth: People tend to share the most relevant of their day with friends and family. If your client is amazed by the interactive games of your brand activation, they won’t hesitate to tell someone close to them so they can also live the experience.
- It differentiates you from the competition: It goes without saying that having an interactive game adds many points when it comes to standing out from your competitors by offering unique and memorable experiences.
Examples of interactive brand activation games
There is no brand that can resist the power of video games in the consumer’s mind, some of the most recognized brands that have joined this marketing trend are the following:
BMW: A year in rivalry
In 2020 the German automotive giant BMW announced a collaboration with several organizations in the world of esports. The intention? To create a high-level competition for video game lovers. But it didn’t stop there, months later a new campaign was presented under the name Heroes of Rivalry.
For this new opportunity, players who had already participated in the event faced each other in immersive, interactive adventures. At the same time, the creative action naturally integrated news about BMW’s future participation in eSports competitions into the game.
MAPFRE: Guardians of Gaming
The MAPFRE insurance brand demonstrated in 2020 that esports have the power to adapt to any industry. In this sense, to capture a young audience, they launched the Guardians of Gaming platform, where three fictitious characters will be in charge of offering gamers MAPFRE’s values and products through the esports universe itself.
Playstation
Entertainment brands are pioneers in this type of activations and know how to capture the attention of the gamer public. In this sense, on the occasion of the launch of the video game “The Order 1886”, PlayStation recreated scenes from the game set in 19th century London. The intention? To get video game fans to play in the shopping malls and other spaces where the activation took place.
Advantages of interactive brand activation games
- Video games have an important psychological impact on users, a scenario that can be very well used to boost marketing strategies. These are some of the benefits that can help your brand:
- Gamification manages to hack into the cognitive processes of consumers and influence the decisions of this audience when relating to a brand.
- Video games connect on another level with the public, making them more participative and more deeply involved with the information that you want to bring to them.
- It is a bidirectional strategy, which means that the audience not only receives the information but also interacts, and in doing so provides valuable information to the brand about the profile of potential customers.
- It allows the brand’s target audience to become loyal to the brand.
- Guarantees a greater penetration of the information to be disseminated.
THE BEST INTERACTIVE GAMES FOR BRAND ACTIVATION
At Stringnet we believe that brand activations should break the mold, be out of the ordinary and most importantly be memorable. That is why much of our work is based on designing interactive games for all kinds of corporate events: launches, activations, etc.
Here we share all the games we have to make your brand’s event an experience that not even the most forgetful of your attendees will be able to forget.
STRINGNET INTERACTIVE BAR
The interactive bar is like the touch screen of a cell phone, but huge. It allows you to connect apps, and games and place eye-catching visuals to attract and excite new clients in any place or event.
SHOUTING GAME
Did you know that people learn by repetition? Imagine the great level of recall that you will have when making your attendees shout and repeat the name of your brand from the 4 winds.
Screaming Game is one of our most popular interactive games. It is a racing game that measures the decibels of the attendees’ voices, making the elements interact based on the intensity of the sound.
The participant who shouts the name of your brand the loudest will be the winner. It is ideal for advertising stands, fairs, launches, demonstrations, and more.
VIRTUAL GOLF
All the fun of a real golf game on an interactive screen with your brand’s logo.
It is a personalized physical and virtual golf simulator that provides a unique sensation of strength and balance. Stimulating concentration and adrenaline, are the perfect ingredients to position yourself in the minds of your attendees.
VIRTUAL SURFING GAME
With this game we want your brand’s recall levels to have the same great magnitude of the waves that surf experts dominate with great skill.
This fun interactive game for brand activation challenges your attendees to get on a surfboard through a digital screen. The winner? Simply the one who performs the best maneuvers to reach the goal.
INTERACTIVE FLOOR
It is an interactive visual content projection system in any space. Thus, creating a playful and entertaining experience by allowing your attendees to activate images, graphics, and logos through body movements.
Can you imagine your attendees enjoying a virtual soccer game or showing off their hockey skills? Our interactive floor allows you to create countless BTL games and even apply water effects.
ENJOY YOUR ATTENDEES AND POSITION YOURSELF IN THEIR MINDS WITH OUR INTERACTIVE GAMES SERVICE FOR BRAND ACTIVATION
Brand activation is like a party, where guests arrive with a great desire to have a good time and have fun. Therefore, you must carry out the appropriate activities so that they remember them.
At Stringnet, an interactive marketing company with 17 years of experience, we create fun, memorable, and unique activations using the magic of technology. For all types of companies, events, and items.